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id="a" style="">纷纷效仿小米模式国产手机再陷同质化?；?/span> </h1> <script>/*jQuery('#hh').width(jQuery('#a').width());*/</script> <div id="i2i2jyu4k" class="Remark"> <span>2014年06月03日 09:56 | 作者:叶健 | 来源：<a target="_blank">经济参考报</a></span> <span id="i2i2jyu4k" class="fr"> <div id="i2i2jyu4k" class="jiathis_style_24x24"> <a class="jiathis_button_qzone"></a> <a class="jiathis_button_tsina"></a> <a class="jiathis_button_tqq"></a> <a class="jiathis_button_weixin"></a> <a class="jiathis_button_renren"></a> <a class="jiathis jiathis_txt jtico jtico_jiathis" target="_blank"></a> </div> <script type="text/javascript" src="http://v3.jiathis.com/code_mini/jia.js?uid=1399539302485450" charset="utf-8"></script> </span><span id="i2i2jyu4k" class="fr">分享到：<img src="http://www.rmzxb.com.cn/images/fx.jpg" /> </span> </div> <div id="i2i2jyu4k" class="text_box"> <p align="center"> <p> 　　小米模式的成功吸引了众多国产手机的效仿。5月以来，包括爱奇艺、华为P7、锤子等多款国产手机接连走入公众视野。但对于消费者而言，选择一款中意的手机却变得困难。因为国产手机看起来都太相似了——类似的配置、类似的卖点、类似的价格。无论是营销手段，还是设计思路，许多国产手机都带有浓重的小米风格，但这样的玩法却让国产手机再次陷入2G时代曾遭遇过的同质化?；?。</p> <p> 　　<strong>小米模式成国产手机“范本”</strong></p> <p> 　　毫无疑问，小米已经成为中国手机行业的众矢之的。</p> <p> 　　小米的成功在于以极低的营销成本获得了较高的营销效果，而这和所谓的小米模式密不可分，即小米打出的“互联网思维”之下的互联网玩法，其次是小米的饥饿营销为小米制造了前所未有的轰动效应。</p> <p> 　　正是小米的成功，让“小米模式”开始成为国内众多手机厂商学习和超越的目标。例如，联想在2012年开始运用互联网思维努力打造自己的粉丝团队，其近期发布的黄金斗士S8，就是根据乐粉的意见进行了大量修订后再上市的；华为则将“荣耀”独立出来，以电商运作的方式与小米进行搏杀，而从之后推出的荣耀3C、荣耀3X以及最近发布的P7，都被业界解读为华为在采用跟随小米的战略；自去年开始互联网营销的中兴，也在内部推出了类似淘宝开店方式的“微品会”平台，而具有社交属性的“微品会”无疑为中兴的互联网营销开拓了新思路。</p> <p> 　　不仅如此，一些手机新兴实力也出现在人们的视线中。</p> <p> 　　近日，手机制造商百分之百公司联合爱奇艺共同推出了100+爱奇艺视频手机，引人注目的是，除了主打极致的用户体验，100+爱奇艺手机提出了创新的营销商业模式“加友合伙人计划”，声称要将硬件利润全部回馈给用户。而罗永浩5月20日发布的锤子手机，虽然一经推出便被业界褒贬不一，但其各种做派却是学足了小米的架势。</p> <p> 　<strong>　国产手机靠什么吸引用户</strong></p> <p> 　　国产手机之所以纷纷模仿小米，一定程度上说明了创新的缺乏。2014年以来，记者关注了十余款新发布的手机发现，国产手机已有沦为组装厂商的嫌疑。</p> <p> 　　消费者或许能发现，现在无论什么新手机面世，都是先报出一长串配置清单。什么高通骁龙芯片、联发科真八核、康宁大猩猩玻璃、1300万像素相机等等。一个完整的手机，却以某个部件的品牌来取悦于人。以至于消费者接触多了之后，对于各个部件的品牌都耳熟能详，但却不知道这款手机的特点是什么。</p> <p> 　　对于用户体验来说，配置的重要性被大大高估。实际上，高配置不必然带来高体验。很多用户都会发现，有时iphone的800万像素镜头拍出来的照片，比有些1300万像素手机效果还要好。不少用户玩八核手机发现，有时候还是很卡。</p> <p> 　　即使连芯片厂商高通的高管也公开表示，“处理器仅占手机性能的15%。根据处理器性能购买手机，就像根据轮胎类型购买汽车一样。”这种以配件作为卖点的营销手法，实际上掩盖的是产品创新乏力。</p> <p> 　　尽管有些手机品牌虽然销售很成功，但却不能给消费者留下深刻印象。例如三星手机，虽然是全球销量最大的智能手机品牌，记者采访多位三星手机用户发现，除了少数几款旗舰手机外，不少三星机型的性价比并不高，用户体验也难说很好。在业内人士看来，三星手机的成功更多得益于每年超100亿美元的营销费用。同样，联想手机虽然销量不错，但是百度百家一项调查显示，超过60%的调查对象认为联想缺乏品牌影响力。</p> <p> 　　其实，三星和联想的困境也是行业的困境，巨头尚且如此，国产手机的境遇可想而知。</p> <p> 　　<strong>差异化是突围方向</strong></p> <p> 　　盘点众多国产手机，核心配置和代工厂商基本类似，市场营销借鉴小米，但这样的玩法却让国产手机再次陷入2G时代曾遭遇过的同质化?；?。</p> <p> 　　不可否认，当智能手机产业基础核心部件及系统等创新仍掌握在国外厂商手中时，极具中国特色的小米模式为中国智能手机产业的发展提供另类的发展道路。然而事异时移，随着产业及市场的变化，小米模式本身的发展也正在遭遇天花板。造成这种天花板的原因不仅来自于对手的追随和模仿，更重要的是小米模式本身是否还能继续适应产业、市场和用户需求的变化。</p> <p> 　　现在手机已经成为快速易耗品。单机销量已经不能准确衡量手机厂商的水平，更重要的是用户的重复购买率。记者了解到，苹果用户的二次购买率高达80%，而国产手机用户的二次购买率则低于50%。这充分表明，如果不用心经营，用户来得快走得也会很快。</p> <p> 　　所以，对国产手机来说，想要培养忠实的而用户，必须找到卖点。记者调查发现，在手机技术专利短期难以追赶的情况下，提升手机设计和完善使用细节等差异化方向或许是国产手机的突破点。</p> <p> 　　有消费者说，“我们不能苛求国产手机都向iphone看齐，但是至少可以在某些功能上取得突破”。这方面，有些国产手机已经做出了尝试。例如，中兴努比亚就推出了“可以拍星星的手机”X6，而VIVO也推出的主打拍照的Xshot。只不过，接近3000元的售价，可能会让这两款手机在竞争中乏力。如何平衡好性能和价格，还是考验国产手机的一道独木桥。</p> <p> 　　“智能手机没有满足的需求还有很多，所以，未来手机需要做的事情还有很多”，青橙手机CEO王迅告诉记者。</p> <p> 　　业界人士表示，2G时代的教训告诉我们，同质化、盲目化竞争是国内手机厂商实现电商转型不能触碰的“红线”。凭借低成本、低价格优势，或许能在短时间内聚拢人气，但产品质量、性能方面存在的巨大落差，终究会使产品遭市场遗弃。因而，国内手机厂商要想有所作为，尚需练好“内功”，走差异经营路线。而陷入“小米模式”画下的框条之中只会自我束缚。</p> <p> </p> </div> <p class="Editor">编辑：罗韦 </p> <div id="i2i2jyu4k" class="Paging"> </div> <p class="Keyword">关键词：手机小米国产</p> <h1 class="pv_title_2 mt_15"><a target="_blank" class="more mtb_14">更多</a><span id="i2i2jyu4k" class="t" id="a3"><a ><img src="http://www.rmzxb.com.cn/images/xg_t1.jpg" /></a></span></h1> <div id="i2i2jyu4k" class="pa_0_5_0_10"> <ul 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